At MSN:I look after 6 ‘channels’ – music, movies, celebrity, TV, Games and Tech and Gadgets11 million UUs per month10 staff. Often 1 Editor per channel.20 freelance staffBased in Victoria
Let me start by setting the scene…Does everyone know the tale of the blind men and the elephant?I think Content marketing or ‘Content strategy’ is a bit like that parable. You get a lot of people who claim that the answer to successful online promotion lies in one particular tool or method – whereas it’s really a combination of elements working together.
Take Search as an example…Like a good band, good SEO is about a number of different factors coming together and working in harmony…(man)It’s never just about keyword optimisationHopefully, I’ll be able to demonstrate that with some of the case studies I have later…But before I go into that…
By ‘Create’ we mean we produce a substantial amount of original content: our Editors contribute daily features and galleries and we have over 100 freelance writers By ‘Curate’ we have fantastic content delivered by a whole host of partners and it’s the Editor’s jobs to surface this in a timely fashion and react accordingly Reach 63% - most visited homepage in UK – ahead of the BBCNo.1 channels: MSN Cars, MSN HimSo three challenges we face as a company, and three ways we are addressing those with search
My top ten recommendations?
Awareness: do you know what people are searching for? Do you know where they are searching?Google Keyword tool - Keyword analysisGoogle autocomplete – Google vs Google NewsYou Tube vs Google – vertical search
Gaps and Opportunities: are you reaching this level in keyword analysis? What insight can your search sales team contribute?Courage – are you brave enough to change your proposition?
Response: How fast can your team respond to breaking news and trends? Can you prepare according to rumours? What can your editorial team add to the conversation: curation/creation?News Desk set upScan the morning news – Google News/Entertainment SitesTrending topics - Tweet Deck, TrendsmapTwitter updates from who you follow…Breakfast TVOur Editors then add their ‘expertise’
Focus: SEO strategy document. Are you getting the full intelligence from your SEO expert in 360 communication?
Measurement – how are you tracking performance? No. of PVs, SEO referrals, Social media followers. Review: are you doing regular keyword analysis?
How are you keeping your passionate team of writers inspired in the face of search insights?
You need to go through specific training with Editors. Help them with 121 training. Dedicate time and reap the rewards.Search is not an instant win – it’s a long term process…
Is there anything that you would add from your own experience to this list?Any other questions?
Search and Editorial
Search and Editorial Workshop<br />Steven Wilson-Beales<br />MSN Entertainment Content Manager<br />Twitter: @stevewb<br />